Conversion Conference London: The First 58 Takeaways

Conversion Conference London: The First 58 Takeaways

There were many great tips at Conversion Conference London last week – too many to fit into one blog post. Here are the first 58 takeaways from the first day. More to come soon!

Mobile and Real Time Optimisation

The conference started with Amy Africa, CEO of Eight By Eight, packing many tips for mobile conversion optimisation into her forty-five minute keynote.

Three things matter for mobile:

You have to have some mobile presence (even if it’s not a full mobile site)

Optimise speed. A page should have a size around 50k.

Navigation.

Mobile has a half to a third the number of conversions of a traditional site.

You have to concentrate on only one goal.

Get users’ email addresses or phone numbers so you can profile them.

Pay attention to the user’s context, and use diversions to show them appropriate content.

Where have they entered the site from? Different sources convert differently, or will want different information. Twitter converts well on the phone. People from shopping sites will want prices. Concentrate on your top referring sources.

Where are they? You may want to show them a different page if they are looking at your site while in your store.

Apps are not mobile sites. Concentrate on your mobile site rather than on making an app, unless you have a very good idea for the app.

Treat users on tablets separately to those on mobile.

Tablet traffic convert around twice as much as desktop.

Mobile traffic convert a third or less.

Navigation: Mobilise, don’t miniaturise.

Streamline your navigation, and make sure it is intuitive.

Only have five to eight choices.

Top navigation is better than bottom navigation.

Use breadcrumbs, sorts and jump links.

Use big buttons. Colour doesn’t matter, but size does.

Have a big search box at the top, and use auto-suggest.

Change forms and checkouts.

Fields need to be bigger so people make fewer mistakes.

Make it easy to spot and correct errors.

Have only three to five choices in drop-down menus.

Be clear on the length of the process, for example by saying “step 1 of 7”.

Over 92% of time is spent on the first view, above the fold.

Limit your message to one page and have the important stuff at the top.

Don’t waste space on adverts for other people’s brands.

Don’t use Flash.

The best way to get conversions is to have a click to call. Have your phone number everywhere.

Graphical icons can help, but make sure to test as the wrong icons can bomb.

Have images big but not too big.

Only people on 4G will watch videos.

Always have an option to email, so people can send a page to themselves.

Abandon programs are key – find out how to convert abandoners on other channels.

If a user shares something on social media, they won’t come back to your site. Give them options to share after they have converted.